Monday, August 2, 2010

Attn: Brooks Brothers Extra-Slim Fit Fall New Arrivals

So it looks like Brooks Brothers is 100% behind their extra-slim fit shirts as they just released a whole new batch of Fall styles - seriously, these guys are sitting on a gold mine. Everyone who was a fan of both the broadcloth and oxford versions can now grab a bunch of tartan, chambray, denim, safari and new oxford cloth sport shirts. Some of these actually appear to be the same shirts from Brooks Brothers new, "younger" collegiate inspired line (you know, that callabo with Gilt). This is important to note for anyone hoping the new line from BB shaved even more inches off their classic shirting - evidently not the case. A few of these shirts are as "forward" as anything BB has offered in recent memory (i.e. flap pocket oxfords, abbreviated front plackets, double patch breast pockets, spread collar, etc.) and seem to take a serious influence from Thom Browne's Black Fleece line. If you have some time today be sure to also browse around Brook's webstore since a lot moreofthat new line is available online as we speak. See a selection of the new styles below.

As a relatively skinny guy, I have appreciated my BB extra slim fit shirts. Traditional fit shirts make me look like I am wearing a balloon for a top.Are some of these the same shirts that Gilt had on their site last month...I ordered the red striped oxford shirt and have yet to see any package at my door; now I can get this direct from BB? What's up with that?

So Press does flap pockets since the 30's, decides to give up on them because their buyers don't know their ass from a hole in the ground, flaps become a new 'in' thing (see LL Bean bringing them back for Signature shirts & Brooks with the above) & they're left out of yet another trend to potentially capitalize on.

BB is late to the party again. Now that everyone wants a substantial old-school BD collar, they come out with the same baby collars that J. Crew, Rugby, etc. feature. Thus rendering these shirts useless.

I'm really happy to see more options in the extra slim fit. I went into a BB a couple months back, and their regular "slim fit" fit me like I was wearing a parachute. Yet the only colors they had in the extra slim were just regular white, blue, pink. That chambray is looking pretty good, and I don't normally go for those.

Really like the new tailoring of these shirts, and BB's recent attempt to capture a younger fan base, but every marketing aesthetic they present (outside of Black Fleece) is stodgy. Take the website--it feels blah in a BR kind of way, not really capturing any potential excitement of the brand. I believe there is a way to inject that feeling into the marketing, without losing the core customer. For example, at Nike.com you feel the brand, same with Etiqueta Negra's site,as well as Rugby.com.